EXAM 4 ?'s

What is POP? Why is it important?
Point-of-purchase displays are all of the promotions for products within the store.
They are placed at the ends of aisles, near store entryways, and by the cash register.Point-of-purchase displays affect impulse buys.

How have new technologies changed some forms of POP?
Many POP contain digital, interactive displays.Many companies now feature in-store networks.

What is a brand community?
A brand community link individual owners of a brand with other owners

Hot Topic

The store I selected for this assignment was Hot Topic. It is not a store I usually go into. Sometimes they have good sales with interesting t-shirts but other than that it is not my scene. I remember in high school it was considered the goth and punk store. Basically the anti-abercrombie. The primary colors of the store are red and black. Same as in the store's logo. An overpowering theme is "The Twilight Saga" everywhere you look there is Jacob, Bella, or Edward hanging out somewhere. There are posters, clothing, and shirts devoted to all of it. Something that I realized that was new at the store was the various types of music found. Not just metal and punk rock but Lady Gaga and Micheal Jackson music was also found there. Jason Derulo who is a hip hop singer is one of their spring campaign's models which really confused me because that is not their target demographics at all. It caters to middle schoolers to high schoolers. That is the age group I saw in their. The staff was nice but I was not looking for anything and I think that they could tell I went in just to go in. What works is the marketing to the demographics that they are trying to reach. In my opinion what does not work are some of the music and models they have representing them because they in my opinion are a turn off to the people that have been with the company for a while. I think they are going for more demographics and for that I cannot blame them.

Media Diary

Over the last two days I have realized that I use a lot of media and ads are always attacking me. I have an iPhone and I need it at all times. My friends joke that it always needs to be under my pillow. Every morning I wake up and check iTunes for the latest music and videos. Every Tuesday the new releases come out and there is always a free track available for download. They always have cool graphics and advertisements for the artists on the site. The thing that really attracts me in advertising are designs, graphics, and music. The combination of the three really catches my eye. When I walk to class people chalk on the side walks with their ads. The Vagina Monologues has got the whole campus talking. Very well done on their part! I go to the student center and everything screams buy me!

I have had practice for the greek variety show all week. My fraternity is paired up with two other groups and we all wear our letters and I think that is a form of advertising. We all want to have the coolest shirts and have the gear that stands out from everyone else's. My fraternity has a systems that sends mass texts and at the bottom of them they come with an advertising for different things that provide the texting service for free. I never have time to watch much tv and if I do I watch the Simpsons or Family Guy. The ads on those are local ones so they never really appeal to me. After practice we sometimes go out to eat at Applebee's for half priced appetizers. This is a great deal we saw on their Ad outside so we take full advantage of it.

The best way to each me would have to be on campus or ad's on Facebook becuase I am always on one or the other. Also iPhone apps are pretty good. Apple always knows how to market their products though I will not be getting an iPad.

Exam 2 Questions

1. What is PRIZM?
It is a Potential Rating Index by Zip Marketing. There are 62 market segments. Use the top market segments for each zip code

2. What are the parts of a creative brief?
The objective, target audiance, message theme, support and the constraints

3. What is a tagline?
The final key phrase in an ad, used to make the key point and reinforce the company's image to the consumer.

Creative Brief: Adidas

The Objective: To ensure that Adidas is the prime and best sporting company out there. Not just when you hit the gym but also when the club needs a little hit as well. Celebrate Originality.

The Audience: The Adidas customer is more hip than your average athlete or work out partner. They understand that Adidas is not just for the gym but also the fashionable shoes can be worn to parties or to the club. Our costumers appreciate the value in working hard and playing just a little bit harder. They like to go to places like Jamba Juice and Starbucks but do not need to get that wheat grass shot just because it looks trendy. They like colors that go well together like a good bold and neon color. For example, a deep navy blue with an electric neon yellow.

The Message Theme: Our promise is that any product with our logo on it will be a hit and will last longer than any other sports wear that you might have purchased in the past. The feeling that you get when you first put on your crisp three strips will continue till you need a fresh new pair.

The Support: As you can see from music videos and on modern fashion pages Adidas three stripes are very prominent and are hard not to notice. From the art on the sneakers to the billboards on Times Square you cannot escape Adidas. From the 1980's when RUN D.M.C. helped to establish the brand to now Adidas is something that is always around and in style. We offer everything from shoes to bags to arm bands and many other products.

The Constraints: One constraint is that the brand has one big competitor that being Nike. It seems where you see an ad for one of the brands you see one for the other one right away. With Tiger Woods recent troubles Nike has taken a bit of a PR hit when it comes to customers.

Three Exam Questions

What are the four P's of Traditional Marketing?
A: Price, Product, Distribution (place), Promotion

What is an Iconoclastic name?
A: Does not reflect companies goods or services ex: Apple

What is the "Age Complexity?"
A: Young people want to be seen as older and older people want to stay young forever.

The Pursuaders

What are some things that you learned about advertising after watching this video?
The video had great descriptive language in it and it really made you think how advertising really is all over the place. My favorite line was comparing Times Square to a Las Vegas pin ball machine. I learned that focus groups are some of the first steps in advertising. Marketing teams create people that would be the ideal customer in the "Song" campaign. My favorite line was the "Carrie" character who "Has Neimas Marcus credit cards but still shops at Target"

What are some of the main problems that plagues contemporary advertising?
Advertisers say that they are paying more to reach a lot less people. TiVo and other things like that have people fast forwarding through commercials and ad's. So now products need to be incorporated within the shows and they become characters. In the film "I Am Sam", Starbucks becomes its own character. Absolute Vodka was very creative with a storyline involving the vodka with the tv show "Sex & the City". This is dated and the problems with contemporary advertising are always coming up. For example, YouTube has you watch a commercial right before you want to watch a music video or something.

What are some of the ethical concerns about advertising that we need to be aware of?
One of the ethical concerns is that people always take crap, they eat it, watch it, and participate in it. This was according to one of the analysts in the video. Something else that does not seem ethical is that Bob Dylan was selling and starring in Victoria's Secret ad's. That just does not make sense to me. Also, the Acxiom corporation seems to have everyone's information in their database. The statement that really creeped me out was that they even had whether or not you liked cats or dogs. This to me is taking it a little extreme. Most people do not know that this is happening so that is not fair to them. They should be made aware that people have all of this information.

Product

Brand Name: Apple
Product: iPhone

5 Things that come to mind...
1. When I think of Apple I think of expensive products.
2. The ad's really stick out because they are creative and the music they use is always new. They sell the product not a celebrity. Apple sells itself.
3. I think of snobby people who look down on others that don't have everything Apple.
4. Apple is used in product placement everywhere. So it is very recognizable all of the time. When it pops up on the screen I think of the product.
5. When I go to the mall the Apple Store is one that always sticks out. It always looks futuristic and cool inside.

According to website www.brandtags.net the customers many of the words that were the biggest were the ones I agreed with the most. The positive ones were very easy to agree with. Some of these words include "trendy, white, and love" The products are very trendy and the color white is very clear and classy. People love their Apple products. They go crazy over them. Another one that stuck out was the word "Expensive" because many people think about this.When I got my iPhone I just felt like I needed to have it because it had everything I needed.

My Favorite Ad

Pepsi Gladiator Ad
Feat. Britney Spears, Beyonce, Pink, and Enrique Iglesias

This is an international commercial featuring some of the biggest pop stars in the world. The commercial starts with a shot of old Rome from back in the gladiator days. You see Beyonce and the other ladies in revealing sexy gladiator costumes. It looks like the three will be battling to the death and the Emperor Enrique Iglesias will look on. But just before he grabs a can of Pepsi from a golden cooler. The girls bang the beat to "We Will Rock You" by Queen. This builds up a great moment of anticipation and then the three girls finally meet at the middle with weapons in hand. They start singing the song and get the crowd crazy. There is no fight to the death and the Emperor does not get his way.

This ad was not shown in the states because well frankly I believe that celebrities are too embarressed to have them be shown in their home countries. This ad really works because who would think that these three stars could film a commercial together? Egos aside and everything else. The imagery looked great because you had three beautiful girls dressed in sexy gladiator gear. There were lions and a lot of gold of everywhere. The song is a classic one that no one will ever get sick of. The Pepsi can looked great against the gold cooler and the color blue of the can was the only blue thing in the commercial so it really stuck out. All three of them have very different voices and it worked well with the song. The target audience is whoever is a fan of the four different stars or whoever is a fan of sexy girls in skimpy gladiator outfits. Whatever the case. Everyone wins.